Multisensory events, connecting with the audience through the 5 senses
In a world saturated with screens and virtual meetings, the events that manage to awaken genuine emotions are the ones that leave their mark. The key is to go beyond the visual and bet on multisensory experiences that involve touch, smell, taste, hearing and sight. In this way, corporate events not only inform, but also excite and build loyalty.
According to a Freeman Co. study, 85% of event attendees remember a brand better if the experience involves multiple senses. neuroscience confirms it: our brain processes and stores information more deeply when multiple sensory pathways are activated.
An inspiring example: The launch of a Dior perfume in Paris included guests feeling the textures of real flowers used in the fragrance, strategic diffusers with perfume notes, immersive projections of lavender fields and the sounds of buzzing bees associated with pollination.
Ideas for integrating the 5 senses
VISTA
Dynamic lighting effects: Lighting changes that reflect the tone of the message (e.g.: blues for inspiring moments, reds for inspiring moments, blues for inspiring moments, reds for inspiring moments, reds for inspiring moments, reds for inspiring moments, reds for inspiring moments).
Interactive Scenography: Walls that react to movement or 3D touch screens.
Physical data visualization: Graphics projected on real models (ideal for corporate reports).
Practical case: At a technology conference, Tesla used holograms of its batteries floating on tables to explain how they work.
OÍDO
Sound branding: A unique melody or jingle that repeats in transitions (such as the "Intel ringtone").
Spatial audio:Directional sound to guide attendees to key areas.
Strategic silences: Dramatic pauses before important announcements.
Fun fact: A study by Event Marketer reveals that speeches with subtle musical backgrounds increase message retention by 30%.
OLFATO
Themed diffusers: Aroma of freshly brewed coffee at morning events or freshly cut grass for "green" products.
Smell marketing:Associate a unique scent to your brand, such as the unmistakable scent of Apple stores.
Scent kits: Give away candles or diffusers with the fragrance used at the event to prolong the experience.
Real example: Singapore Airlines has been using a fragrance called Stefan Floridian Waters on its hot towels since the 1990s, creating a hallmark.
TACT
Textured materials: Embossed invitations, interactive surfaces on stands, such as sand or water for travel events.
Haacute;ptic technology: Devices that simulate vibrations or temperature (e.g., VR gloves to feel "virtual products").
Hand-held dynamics:Tea blending workshops, model building, etc.
Innovation: At CES 2024, an automotive brand letó touch seats with self-repairing fabrics while explanatory videos were projected.
TASTE
Narrative menus: Each dish represents a brand value (ex: a fusión dessert to symbolize diversity).
Blind tastings: To emphasize flavors without visual bias.
Souvenir food:Customized chocolates or spices to go.
Impact: The World of Coffee convention themed catering included bean-shaped desserts and a "flavor passport" for collecting stamps.
Flavor passport" to collect stamps.